Bermuda Tourism
Destination Campaign: Brand Platform, OOH, Broadcast, Experiential, Print
Our objective was to continue building brand equity and drive tourism by appealing to an upper-class, east coast demographic who, until now, may have never considered Bermuda as a quick weekend getaway.
To accomplish this, it was crucial to execute a proximity message (less than 500 miles from North Carolina) in a way that would stand out in an over-saturated, island tourism market. What resulted was a visually-arresting campaign that set itself apart from competitors, showcasing Bermuda as a quick destination hop “from your world to ours, in less than 2 hours.”
Boston print ad: the city and Bermuda share one globe, “Gridlock to Sunblock, in less than 2 hours.”
New York print ad: skyscrapers curve into pink sand, “Pavement to Pink Sand, in less than 2 hours.”
Washington print ad: D.C. monuments meet the island, “Lobbying to Lounging, in less than 2 hours.”
Toronto print ad: the CN Tower opposite the reefs, “Maple Leaf to Coral Reef, in less than 2 hours.”
Bermuda Billboards
New York billboard: “Pavement to Pink Sand in less than 2 hours,” driving to 2hoursaway.com.
Washington billboard: “Lobbying to Lounging in less than 2 hours,” the D.C. globe beside 2hoursaway.com.
"ROUTINE"
"WORK"
Airplane Visor
Airplane visor concept: closing the shade reveals Bermuda from above, “Closer than you think.”
Grand Central Installation
Grand Central installation: a giant hourglass drains an office desk into a pink-sand beach, “Less than 2 hours away.”
The objective of the Bermuda luxury print campaign was to continue building brand equity and drive tourism by appealing to the mid to upper middle class demographic living along the eastern seaboard of the US. To accomplish this, we felt it was necessary to show the beauty of the island: golf courses, beaches, landscapes and shopping. We also executed multiple type treatments to call out the key points of what Bermuda offers and what its visitors can experience.
Luxury print spread: golf-cart and fairway scenes, type calling Bermuda a romantic paradise and a golfer’s paradise.
Luxury print spread: strolling St. George’s historic streets, and reconnecting beneath a lush, subtropical backdrop.
Luxury print spread: under sail on turquoise seas, and limestone cliffs sheltering tranquil pools.
Luxury print spread: putting beside the ocean, and a wedding on the rocks, “forever in less than two hours.”
Airport placement: the luxury print campaign on backlit panels at baggage claim.
The 2009 Bermuda Music Festival posters were developed to drive visitors to the island of Bermuda for a musical event built around paradise with some of today's greatest music artists. We decided to take an illustrative approach, showcasing the guest of honor Quincy Jones, while at the same time displaying Bermuda's magical colors, and spectacular landscape. The end result was a series of customized posters, each illustrated by a different artist.
Festival poster: an illustrated Quincy Jones rises over the island, dolphins circling below.
Festival poster: Quincy Jones leans on 2009 lettering sculpted from pink sand.
Festival photos: Quincy Jones conducting and at the piano, singers onstage, red-carpet arrivals.
Festival photos: an onstage duet, drummers with Quincy Jones, guests at the Bermuda step-and-repeat.
Festival photos: performers at the piano and out in the crowd, plus red-carpet portraits.
Festival photos: Quincy Jones on camera, the pink Bermuda carpet, and the stage after dark.
Writer: ACD/Writer Jason Lambert
A destination platform for Bermuda Tourism built on one sharp fact: from your world to ours in less than two hours. Husani Barnwell’s campaign carried the proximity promise across billboards, broadcast, an airplane visor, a Grand Central hourglass installation that drains an office desk into a pink-sand beach, luxury print and the Bermuda Music Festival hosted by Quincy Jones.